Social ecommerce saw a major face lift in 2014. Businesses have gone online. Mobile apps & smart devices have helped achieve sales targets. And in the middle of this ecosystem lies the social media bubble. Amazingly as per IBM’s report back in 2013, only 1% of the traffic to ecommerce sites comes through social media platforms. Nevertheless, as per Google’s research, social ecommerce benefits do exist.
For any ecommerce business the 4 major pillars of success are -
- consideration for the product,
- an intent to buy
- and finally the decision
5 Social Ecommerce Benefits To Capitalize
Social content might not affect direct online sales. But social ecommerce lays the foundation to drive those sales numbers up. Let’s look at some of the vital benefits of social ecommerce.
1. Brand Awareness and Exposure
Online businesses thrive on their social reach, online reach. This translates to promoting businesses. Which in turn, translates to providing the maximum exposure to your brand. Creating awareness about your ecommerce business is vital. Social ecommerce helps drive that goal.
Social media possesses one crucial feature. The ability to take a string of text, an image or a video and make it viral. Locally, globally. All within a matter of few seconds or minutes. Social content is a powerful entity. And ecommerce businesses need to fully exploit that.
Posting relevant social content on their business Facebook page helps. Following fans on Twitter provides a tremendous boost to live interactions. Making use of ContentPlum’s platform can enhance that entire experience altogether too.
2. Building Social Trust for your Business
Customers rely on reviews. Online or offline. They tend to buy something that’s trustworthy. Or more importantly something that’s a proven product. How would they gain this confidence? The answer is simple. Social ecommerce.
Businesses need to get the customer reviews out there. Publish product info, reviews, ratings and what not. Make use of apps and platforms to show live social conversations about their products. They can even narrow these down to each product. Have a dedicated product page and a widget that shows updates specifically about that product. Social interactions helps get the word out. But inevitably it helps establish the trust quotient.
3. Customer Loyalty and Retention
Customers tend to browse through the best possible deals before making a purchase. Urging a customer to buy from a specific ecommerce store is competitive. Hard but not impossible. If you have the right social ecommerce setup.
First time buyers are important. Customers who return are equally valuable. Providing them a visually appealing shopping experience is hence imperative. Various social networks can help you connect with your fans. Businesses should interact with customers. Hear them out. Respond. Engage. And above all treat them as featured members of your ecommerce business.
4. Encourage Participation through Marketing
Active participation is a must for generating social content. Be a part of a community. A forum or a business group. Listen to what consumers have to say. Then develop your marketing strategy around it. And promote it.
Publish deals and coupons on social ecommerce platforms. Ask customers to participate by making use of them. Use powerful social platforms abilities to get an uptick. Respond to customer reviews and share them. Be available to answer customer queries. In a way you are generating powerful share-able social content.
5. Set KPIs and Measure your Efforts
A tangential effort is never wasted. The opposite is like taking a shot in the dark. An objective that cannot be measured is a waste. Social ecommerce efforts should be measurable. Objectives should be kept in line with the KPIs.
From time to time, businesses should track and align their goals. KPIs could be any of the following -
- Social media traffic to the website
- Customer conversion rates
- Fan following numbers
- Returning customers metrics
and much more …
Bottom line, social ecommerce is worth the time. It’s worth the penny if implemented right. It has the ability to influence a customer. The ability to influence the browsing to buying journey.